Marni for H&M sells out in 90 minutes

Emily Alexander, a Marni employee shows off her new Marni for H&M shoes at South Coast Plaza early Thursday morning. Alexander was in line at 9 the night before and spent $439 on clothes, shoes and accessories.TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER

More than 200 people showed up at South Coast Plaza on Thursday to be first to buy the Marni for H&M collection, which is available in O.C. exclusively at the shopping center. Or should we say "was available?"

As of 10 a.m., the entire store inventory of the women's capsule collection was gone and there were only a handful of men's blazers and pants on a small rack.

Clyde Tsai, 26, of Taiwan, said she timed her Southern California vacation so that it would coincide with the Marni for H&M event. Tsai showed up at 8 p.m. on the day before with boyfriend Kevin Shue, 28, of Rosemead outside South Coast Plaza's glass doors to be the first two in line. "We brought blankets, pillows, food and hand sanitizer," Shue said, of their camp-out preparations. They each had a color printout of wish-list items, such as tops, shoes, accessories and bags, that they said were for themselves and their friends. Her list had 40 items, his, 20.

At 8:20 a.m. Thursday, Tsai and Kevin emerged with about a dozen translucent H&M shopping bags. Together, they spent about $2,000 in less that 20 minutes but Tsai said she wasn't able to get all the items she wanted for herself.

Shoppers, who were permitted to enter in groups of 30, were allowed to shop for a limited period - about 15 minutes – during the early bird event, to enable others waiting in line after them for a shot at the collection.

Andrea Ovesen, 39, of Rancho Santa Margarita, was third in line, and said she allotted $1,000 for her shopping spree. "I've had my eye on the necklaces, the Bauhaus jacket and the leather cardigan," she said. "I put (this event) on my calendar three months ago...everyone thought I was crazy for coming here last night (at 8 p.m.)"

When she emerged with shopping bags about 20 minutes after entering the store, she said she spent about $600. "I got whatever I could," she said.

Jane Bower, 55, of Laguna Beach, who owns items from the high-end Marni label, came with her son's girlfriend, Teressa Foglia, 24, of Balboa Island. "I love Marni," Bower said. "It's avant-garde and has great prints and colors." Bower planned to get a shirt, a cardigan and the matching skirt, among other things, while Foglia intended to go for the silk items.

Store officials declined to comment on how much merchandise was sold. Although the store will not be replenished with a fresh inventory of Marni for H&M goods, returns are expected beginning Friday through the next 10 days, so shoppers who weren't able to buy any Marni for H&M items may still have opportunities to find them. Returns are expected to be made at the two H&M stores in South Coast Plaza, including the location in the Macy's Home Store/Crate and Barrel wing.

As customers eyed others in line, there was grumbling about possible "eBayers" in the crowd, referring to people who buy the merchandise only for the purpose of putting them on sale on eBay. As of 1:30 p.m. on eBay, there were 50 pages worth of Marni for H&M goods, some marked up by more than 300 percent. The sleeveless maxi dress that cost $129 at the store? $350 on eBay.

Emily Alexander, a Marni employee shows off her new Marni for H&M shoes at South Coast Plaza early Thursday morning. Alexander was in line at 9 the night before and spent $439 on clothes, shoes and accessories. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Customers stand outside at South Coast Plaza early Thursday morning in anticipation of the release of the new Marni for H&M collection. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Customers stand outside at South Coast Plaza early Thursday morning in anticipation of the release of the new Marni for H&M collection. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Brisa Duran and Frank Diaz joke with each other as they wait in line early Thursday morning at South Coast Plaza for the new Marni for H&M collection. Duran said they had been there since 3:30 a.m. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Customers stand outside at South Coast Plaza early Thursday morning in anticipation of the release of the new Marni for H&M collection. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Customers walk into the mall at South Coast Plaza early Thursday morning to purchase the new Marni for H&M collection. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Customers stand outside the H&M store at South Coast Plaza in anticipation of the release of the new Marni for H&M collection early Thursday morning. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Clyde Tsai, Vinh Nguyen, and Andrea Ovesen wait outside H&M at South Coast Plaza early Thursday morning in order to buy clothes, shoes and accessories from the new Marni for H&M collection. Ovesen said she didn't know the group she was standing with in line when she got there at 8 p.m. the night before, but after spending 12 straight hours together, they became friends. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Kevin Shue, Vinh Nguyen and Andrea Ovesen wait outside H&M at South Coast Plaza early Thursday morning in order to buy clothes, shoes, and accessories from the new Marni for H&M collection. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Bracelets that were color-coded to the time of arrival were handed out to H&M customers early Thursday morning at South Coast Plaza in order to keep their place in line. At 8 a.m. store officials began letting groups in for 15 minutes at a time. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Jane Bower, center left, and Debbie Naude wait in line early Thursday morning in order to be the first to get clothes from the new Marni for H&M collection. Bower said they had been in line since 5 a.m., but because of their place in line, they still wouldn't even be able to set foot inside the store until 30 minutes after the first customers in line. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Tricia Micheo of Costa Mesa eats her breakfast while sitting in line for H&M to open early Thursday morning at South Coast Plaza. Micheo said she was there to buy a Marni for H&M dress for her daughter Ashley Harris, left. Akiko Kunisaki, right, listens to music as she waits. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Akiko Kunisaki shows off the Marni for H&M outfit she plans to buy as she waits in line for H&M to open early Thursday morning. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Kevin Shue reveals his personal Marni for H&M shopping list early Thursday morning at South Coast Plaza. Shue made the list so that he wouldn't waste time deciding what to get. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Kevin Shue and Clyde Tsai show their personal Marni for H&M shopping lists early Thursday morning at South Coast Plaza. Shue and Tsai made their lists so that they wouldn't waste time deciding what to get. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Customers walk into the H&M store at South Coast Plaza early Thursday morning to purchase items from the new Marni for H&M collection. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Customers wait outside the H&M store at South Coast Plaza early Thursday morning to purchase items from the new Marni designer collection. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Eloisa Bordador of Anaheim Hills shows off her new Marni for H&M purchase early Thursday morning at South Coast Plaza. Bordador said she got in line at 10:30 the night before and slept outside. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Emily Alexander shows off her new Marni for H&M purchase at South Coast Plaza early Thursday morning. When asked if waiting in line all night was worth it, Alexander replied "I'll have to wait and see once I try everything on." TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Kevin Shue and Clyde Tsai were first in line to go into the H&M store to buy products from the new Marni for H&M collection at South Coast Plaza Thursday morning. Shue said they started the line at 8 p.m. the previous night. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Jack Weng shows off his Marni for H&M shopping bags early Thursday morning at South Coast Plaza. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Andrea Ovesen shows off her Marni for H&M purchase early Thursday morning at South Coast Plaza. Ovesen said she spent $600 in Marni for H&M goods. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Cynthia Su, left, and Charlize Lin display their new Marni for H&M clothes early Thursday morning at South Coast Plaza. Su said she spent $250 while Lin spent almost $1,200. Both were in line at midnight to wait for H&M to open. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Cookie Ruiz and her son, Miles Ruiz, display their Marni for H&M purchases at South Coast Plaza on Thursday morning. Cookie said that by showing up at 8:30 the night before they were seventh and eight in line and that they spent $800 on Marni items. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER
Charlize Lin, left, and Cynthia Su try on their new Marni for H&M shoes early Thursday morning at South Coast Plaza. Su said she spent $250 while Lin spent almost $1,200. Both were in line at midnight the night before. TEXT BY LISA LIDDANE AND NATHAN WORDEN, PHOTO BY NATHAN WORDEN, THE ORANGE COUNTY REGISTER

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